Facebook fMC Conference – the new brand Pages.

brogan

Yesterday was Leap Day, but it will always be remembered as a revolutionary day in the world of social media. Facebook took a huge leap forward with the inaugural Facebook Marketing Conference. The six-hour, invitation-only event packed the American Museum of Natural History in New York, marking a day in history of its own. If you didn’t happen to make the conference, or your invitation somehow got lost in the mail, never fear. Here’s a recap of what you missed:

Mike Hoefflinger, Facebook’s Director of Marketing, announced some new features that are being incorporated with the introduction of timeline for brand Pages. (Side note for brand Pages: Timeline will launch for all brand Pages on March 30, 2012 but you can preview what your Page will look like before it launches and try the new features. We definitely suggest testing out all of the new features and familiarizing yourself with timeline before changing over your Page for good.)
 
Coming Soon Image for Brand Pages
 
Here are some key takeaways about the new brand Pages:
 
Cover Photo and Profile Picture – Your cover photo is your new visual status update. You should change this image as often as you’d like to set the tone for your Page. As for your profile picture: keep it simple and constant. Use your logo or and image that will be easily associated with your brand. Here’s a great example from Ben & Jerry’s, one of the brands that has been in beta for timeline.

Applications – These will now appear as rich applications just below and to the right of the cover photo. These applications will engage customers and encourage them to click more often. Starbucks has also been in beta for Timeline and has made great use of the new apps feature. 

Starbucks Cover Photo Example

Pinned Posts, Starred Posts, Backdated Posts – You can “pin” posts (like Red Bull) that you’d like to feature as a “post of the week”. These will stay at the top of your timeline, appearing as the most recent post. 

Pinned Post Example - Red Bull
 
Star posts to make them double-wide on the timeline and/ or backdate posts to tell the story of how your brand evolved. Before launching your new brand Page, consider selecting 10 milestones to highlight on your Page timeline.
 
Ben & Jerry's Starred Post Example
 
Friend Activity Filter – This appears at the top of the timeline on the brand Page. You can select this feature to see all of the stories about your friends that are connected to the brand (check-ins, likes, photos, etc.). You can also change the filter to see highlights, posts by the Page, or posts by others.
 
Admin Panel – There is a new admin panel front and center on the page. The admin panel will include notifications, insights, new Likes, page tips and messages. Now, admins will have the ability to reach out to people privately on behalf of the brand.

New Ads for Brand Pages:

Offers on Facebook-Now, brands can post offers on their pages that fans can click to immediately claim the deal. Once they click, the offer will be sent to the user’s email or to their mobile device and is immediately redeemable
 
Reach Generator – This feature will ensure that fans see your story, and it allows you to reach and engage 75% of fans with the content from your page. Basically, you post content on your page and then Facebook distributes it to your fans. Your sponsored post will appear on their homepage. 
 
Premium on Facebook – This feature is the most impactful way to distribute content on Facebook. It begins similar to Reach Generator (posting to the brand page, where your post will be distributed to the right side of your fans’ homepages as sponsored stories). However, Premium on Facebook goes even further and makes your post eligible for distribution in the Facebook newsfeed (on both desktop and mobile). Premium will also give you the option for your story to appear in logout experience. This option, beginning in April, will be beneficial to brands that have a large reach campaign or an upcoming product launch.
 
Well, that’s the new timeline for brand Pages in a nutshell. So, what do you think? Are the new Pages going to be more beneficial to marketers?

Comments

brogan
Ari Jacobovitz (not verified) Says:
Thu, 03/01/2012 - 3:57pm

This is allot of new stuff, thanks for the update!

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